VASELINE ORIGINALS
Brand
VASELINE
Entrant Agency
OGILVY SINGAPORE
Category
Creative B2B
Award
Silver
Festival & Year
Cannes Lions (2026)
Case Study Details
You’ve probably experienced this. You just haven’t seen it like this before.
A campaign breakdown of how Vaseline turns a small, uncomfortable moment into something much bigger.
Created by Ogilvy Singapore, “Love Hurts” is built on a simple but powerful insight: we often don’t recognise acts of care until much later.
The film captures a familiar ritual—someone applying Vaseline to a child’s face, whether they like it or not. It’s resistant, awkward, and slightly uncomfortable. But over time, the meaning shifts.
What once felt intrusive is reframed as care.
Instead of inventing a new story, the campaign leans into something millions of people already recognise—turning shared memory into emotional connection.
It’s not about product benefit. It’s about what the product has always represented.
In this breakdown, we look at how brands can use lived experience—not just messaging—to build meaning.
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Campaign: Love Hurts (2026)
Brand: Vaseline
Agency: Ogilvy Singapore
Director: Savanah Leaf
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Full credits below ↓
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#Advertising #creativity #marketing #ad
Presentation Board
“THE CREATOR ECONOMY ENTERS A NEW ERA: CO-OWNERSHIP”
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“VASELINE SETS A NEW ase | n “AN IMPORTANT STEP
STANDARD FOR CREATOR IN THE INFLUENCER
COLLABORATION” EQUITY INDUSTRY”
FINANCIAL TIMES ELLE LOFFICIEL
CONTEXT
For years, Vaseline has been shaped
by a community sharing over 3.5M
organic hacks online.
+466%
GASELINE Neuy
PRODUCT
SOLD
EVERY
2 SECONDS
+2 i%
Hak HACKS
However, the internet rewards virality over
originality. Ideas get reposted and remixed
so often the original creator is stripped
of credit and lost in the shuffle.
IDEA
We didn't just verify our most
popular "hacks". We tracked down
the people who started them and
built real partnerships with them.
We turned their "hacks" into official
products, adapting and optimising
each formula for its intended use.
Every sale credited and paid the
creator behind it. A win-win that
turned internet creativity into f
commercial success for both
the brand and the creators.
EXECUTION
i = 7 - =
Analysed 3.5M+ social Secured rights to their Partnered with OG creators Launched via TikTok Grew the OG network
posts to find original content, officially naming to launch a product line, Live, putting creators and product pipeline, with OGs
Vaseline hack creators. them Vaseline OGs. inspired by their Verified Hacks. TikTok Shop front and centre. earning from every sale.
